Affordable beauty brand e.l.f. has unlocked something that’s mystified many retailers: how to win over the ever-persnickety Gen Z.
E.l.f.’s formula has included low price points for high-quality items, TikTok-viral dupes of products from expensive brands, and popular marketing campaigns that manage not to make its youngest audience cringe. With 28 consecutive quarters of sales growth, the strategy appears to be working.
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